Singapore Effies calls for entries, says it’s the awards show for ‘Real consumers, real results’

Singapore Effies imageThe theme for the Singapore Effies this year is ‘Real consumers, real results’ as the effectiveness awards show positions itself as a ceremony for work that actually ran in the real world.

An eDM sent to the industry this morning, crafted by BBH, a supporter of the awards, featured a relaxed Singaporean ‘uncle’ and the words “a million and one impressions later, he is still not impressed.”

The eDM is the first of a series produced by the agency that is to run in the coming weeks to drum up support for the Effies, which last year saw DDB win agency of the year and BBH win gold for its ‘Bookbook’ idea for Ikea.

The chairman of the Effies this year is BBH APAC CEO John Hadfield.

The Singapore Effies are being managed by the Institute of Advertising Singapore, which also runs the APPIES Awards and the Singapore Hall of Fame Awards. Entries for the Effies are open from now until 4 April.

Advertising awards shows in Singapore have had their fair share of entries over the years that are considered to be “scam”, work entered purely for the purpose of winning awards rather than building a client’s brand. BBH has been one of the few agency networks in Singapore that takes a hard line against scam.

While most scam has been found at creative awards shows, particularly in the print and outdoor categories, the potential for agencies to fudge their effectiveness numbers has occasionally surfaced too. At Spikes in 2013, an entry by Innocean for Domino’s Pizza was thrown out of the media category because the jury considered the effectiveness claims to be bogus.


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